iWorld
Vodafone soars high on Twitter Brand Index during IPL 8
MUMBAI: The first two weeks of the Indian Premier League (IPL) have been breathtaking from both a cricketing stand point as well as the action being seen seeing from brands on Twitter.
Just like it did during #CWC15, Twitter compiled a list of the top brands on this IPL. Using an aggregate of Re-Tweets, Favourites and Replies, the social networking site has created a Twitter IPL Advertiser Index to acknowledge the top five brands that have excelled in the opening two weeks of the tournament.
The Twitter Brand Engagement Index and the details of what each brand did on the social networking site is as follows:
1) @VodafoneIn- Vodafone has gained a lot of momentum in the first two weeks of IPL, through a contest called #VodafoneSpeedQuiz . With tickets to matches up for grab, the brand has been able to generate a lot of buzz through this campaign. The contest is a smart way for the brand to build equity on Faster Speeds which is core of their new campaign #SpeedIsGood
https://twitter.com/VodafoneIN/status/587623871689449472
2) @HotStarTweets – The Twitter account for Star’s Hotstar.com, @HotStarTweets generated a lot engagement around content based on updates from the games, teaser questions, trivia and a competition offering IPL tickets. @HotStarTweets is looking to take the platform’s content digital to greater users and been able to engage with the online Twitter user using the most topical bits of content
He’s the King of the mountain, the alpha male, 7000 T20 runs, the name is #hotstar Chris Gayle! @RCBTweets #KKRvRCB pic.twitter.com/2s9vnqQgpP
— JioHotstar (@JioHotstar) April 11, 2015
3) @KingFisherWorld – The official handle of the good times this IPL; Kingfisher’s campaign idea is ‘Divided by teams, United by Kingfisher.’ With this, the company aims to bring the followers of all the IPL teams together on a common platform to celebrate and express their love for the game. They are also team sponsors for many IPL teams and it’s refreshing to see some great behind the scenes content from these teams, which @KingfisherWorld is sharing as well. The big hashtag this IPL for Kingfisher has been #UnitedByGoodTimes. This week the first preview of the new Kingfisher TVC was revealed online with the hashtag #OoLaLaLaLeO
Look who's been singing the #OoLaLaLaLeO tune – want to join in? #UnitedByGoodTimes pic.twitter.com/V6Bu0NJbHr
— Kingfisher (@kingfisherworld) April 22, 2015
4) @FreeCharge – Freecharge is engaging users with a prediction contest this IPL with prizes up for grabs. Users are asked to predict outcomes of the game; a conversation that many users are more than happy to engage in.
Be the first to send in your prediction and win prizes! #FreeCharge2020. Only your first entry will be considered. pic.twitter.com/zLp35EanVM
— Freecharge (@Freecharge) April 19, 2015
5) @OlaCabs – Ola is the official cab partner for five IPL teams namely Chennai Super Kings (@ChennaiIPL), Mumbai Indians (@mipaltan), Kings XI Punjab (@lionsdenkxip), Rajasthan Royals (@rajasthanroyals) and Sunrisers Hyderabad (@SunRisers).
With every match, users stand a chance to win two free tickets to the match from the “Ola app” through the ‘Hit the Match Day’ icon. The brand is building excitement and is increasing engagement around this contest, which is creating a good amount of buzz. They are promoting this activity by using the hashtag #ChaloNiklo.
#Chennai
Crazy for #CSK? RT and reply with #OlaMatchDay to stand a chance to win tickets for tomorrow's match @ChennaiIPL #CSKvsSRH— Ola (@Olacabs) April 10, 2015
iWorld
JioHotstar enters micro-drama space with 100 shows under Tadka banner
Short-form push targets 300M users as content meets commerce in new format
MUMBAI: JioStar has made a bold play in India’s fast-growing micro-drama space, rolling out over 100 short-form shows under its new Tadka banner on JioHotstar, timed with the massive viewership surge of the Indian Premier League 2026.
The scale of the launch signals clear intent. Rather than testing the waters, the company has dived in headfirst, releasing a wide slate of content on day one. Each show is designed for quick consumption, with episodes running 60 to 90 seconds in a vertical format tailored for mobile-first audiences.
The move comes as India’s micro-drama market, currently valued at around $300 million, is projected to grow tenfold to over $3 billion by 2030. Globally, the format has already proven its mettle, with China’s micro-drama sector recording explosive growth in recent years.
What sets this rollout apart is its built-in monetisation strategy. The shows are free to watch and ad-supported, with brand integrations woven directly into storylines from the outset. It reflects a broader shift where content and commerce are increasingly intertwined, rather than operating in silos.
The timing is equally strategic. With more than 300 million users already tuning in for IPL action, JioHotstar is effectively turning cricket’s biggest stage into a discovery engine for its new format.
The company is not entering an empty arena. Early movers like Kuku TV, MX Player and platforms backed by Zee Entertainment Enterprises have already laid the groundwork, building audiences and validating demand for snackable storytelling.
Now, with scale, distribution and advertiser interest aligning, the big players are stepping in. For JioStar, Tadka may well serve as a proving ground for the next evolution of digital entertainment, where every minute counts and every second sells.
If the bet pays off, India’s next big content wave might just arrive in under 90 seconds.
